Atelier Cologne: Discontinuation Rumors And Uncertainty

In February 2022, cult fragrance brand Atelier Cologne announced its departure from the US and Canadian markets, leaving loyal customers scrambling to stock up on their favourite scents. The brand, which was acquired by L'Oréal in 2016, has since shut down its physical and online businesses in North America, with its last day of operations in mid-March 2022. While the brand has not completely gone out of business, its exit from the North American market has left a dedicated customer base disappointed and seeking alternatives.

Atelier Cologne is exiting the US and Canadian markets

Atelier Cologne, a world-famous perfume brand, is exiting the US and Canadian markets, leaving its loyal customers scrambling to secure their favourite scents. The brand, founded by fragrance industry experts Sylvie Ganter and Christophe Cervase (or Cervasel), was launched in 2009 and birthed an entirely new genre of fragrance, "Cologne absolue". This class of fragrance stays true to the perfumer's use of a citrus base while also mixing in non-citrus notes that create a more three-dimensional experience.

The exit announcement

The decision to exit the US and Canadian markets was announced by Atelier Cologne in an email to customers on Thursday, 3 February 2022. The email explained that the brand was entering a new chapter and would be crafting "more modern and elevated perfumes to inspire the next generation of perfume enthusiasts". The email also hinted at a possible re-brand and return to the regions, stating that the founders would come back with a completely new Atelier Cologne.

Customer reaction

The news of Atelier Cologne's exit has left customers dismayed and scrambling to purchase their favourite scents before the brand's departure. The brand's online and in-store operations in the US and Canada will shut down by mid-March 2022, accompanied by a massive sale of 40% off the entire Atelier Cologne website using the code THANKYOU40.

Future plans

While the future plans for Atelier Cologne are unclear, the brand has stated that it intends to create more modern and elevated perfumes. In the email to customers, the brand also hinted at a possible re-brand and return to the US and Canadian markets, although no dates have been provided. When asked about a possible return date, Atelier Cologne replied that the duration of its absence from these markets is "undetermined".

Where to buy Atelier Cologne

Customers can still purchase Atelier Cologne perfumes at the brand's website or at Sephora, Bergdorf Goodman, and Neiman Marcus stores. The brand offers a range of fragrances, including Orange Sanguine and Lemon Island, which are now available at a discount of up to 40%.

The brand is shutting down its physical and online stores

The cult-loved fragrance brand Atelier Cologne is shutting down its physical and online stores in the United States and Canada. The brand, founded by French entrepreneurs and fragrance industry veterans Sylvie Ganter and Christophe Cervasel (or Cervase), was first launched in 2009.

In an email to customers, Atelier Cologne explained that it was "entering a new chapter" and would be crafting "more modern and elevated perfumes to inspire the next generation of perfume enthusiasts". The email also hinted at a possible rebrand and return to the region, with Ganter and Cervasel planning to "come back with a completely new Atelier Cologne".

The company's decision to shut down its operations in North America has left loyal customers scrambling to secure their favourite scents from the brand. The announcement was made on Thursday, 3 February 2022, with the closure of stores and the e-boutique set to take place by mid-March of that year.

Atelier Cologne's departure from the US and Canadian markets will mean the end of its physical stores in New York and Toronto, as well as its online presence in both countries. The brand's perfumes were also available at major retailers such as Sephora, Neiman Marcus and Bergdorf Goodman.

The brand's exit has sparked disappointment among fragrance lovers, including those on PerfumeTok, a community on TikTok dedicated to scent enthusiasts. Comedian and PerfumeTok star Emma Vernon expressed her sadness over the news, describing Atelier Cologne as the "Maggie Rogers of fragrances". Vernon also wished that the brand had chosen to double down on the US market instead, leveraging the growing popularity of niche fragrances.

With Atelier Cologne's departure, customers will no longer have easy access to the brand's unique Cologne absolue fragrances, which feature a citrus base and create a more three-dimensional scent experience.

L'Oreal's acquisition of the brand in 2016

L'Oréal's acquisition of Atelier Cologne in 2016 was part of the company's strategy to expand its fragrance portfolio. As the world's leading beauty company, L'Oréal has a diverse portfolio of brands spanning mass market, department stores, pharmacies, hair salons, travel retail, branded retail, and e-commerce.

Atelier Cologne, founded in 2009 by Sylvie Ganter and Christophe Cervasel, specialised in niche perfumery, creating "Colognes Absolues", which blend citrus notes with fine natural raw materials. This unique offering, combined with its presence in over 800 points of sale across 40 countries, made it an attractive acquisition target for L'Oréal.

The acquisition was driven by the growing popularity of alternative and niche perfumery, with Nicolas Hieronimus, President of L'Oréal Selective Divisions, stating that it was a "high-growth segment". By adding Atelier Cologne to its portfolio, L'Oréal aimed to complement its existing luxury fragrance offerings from brands like Armani Privé, Yves Saint Laurent, Maison Lancôme, and Ralph Lauren.

The founders of Atelier Cologne expressed their excitement about the acquisition, believing that L'Oréal's expertise in retail, digital, and olfactory domains would help take their brand to new heights while preserving its entrepreneurial spirit.

The financial details of the deal were not disclosed, but the acquisition of Atelier Cologne by a beauty industry giant like L'Oréal signalled a recognition of the brand's innovative approach to perfumery and its potential for further growth and development.

Atelier Cologne's unique fragrances

Atelier Cologne is a perfume house that has launched colognes with a unique character. Every fragrance from the first collection of the brand is based on citruses, and is inspired by unique individual moments. The brand was founded by fragrance industry experts Sylvie Ganter and Christophe Cervasel in 2009.

Atelier Cologne birthed an entirely new genre of fragrance, "Cologne absolue," a class of fragrance that pays homage to the father of cologne, Giovanni Maria Farina, by staying true to the perfumer's use of a citrus base.

Cologne absolue is not only more concentrated and long-wearing than traditional eau de cologne, but it also mixes in non-citrus notes that create a more three-dimensional experience. The earliest edition of Atelier Cologne was created in 2011 and the newest is from 2023.

The brand's colognes are packaged in bottles of French glass with hand-made leather stoppers. The couple behind the brand also opened their first boutique in 2019 in Nolita, New York City. Their Orange Sanguine fragrance was honoured with the prestigious FiFi Award.

• Pacific Lime
• Iris Rebelle
• Jasmine Angelique
• Gold Leather
• Bohemian Orange Blossom
• Clémentine California
• Love Osmanthus Lunar New Year Edition
• Orange Sanguine 10 Years Anniversary
• Oolang Infini Limited Edition
• Cèdre Atlas Cologne Absolute Limited Edition

The brand's future plans

In an email to customers, Atelier Cologne stated that it was "entering a new chapter for the brand to craft even more modern and elevated perfumes to inspire the next generation of perfume enthusiasts". The brand also hinted at a re-brand and a possible return to the North American market, stating that it would "come back with a completely new Atelier Cologne".

Since its exit from the US and Canada, Atelier Cologne has continued to operate in Asia and Europe, specifically in France and Hong Kong. However, some customers have reported difficulties in finding their products offline in Europe. In an Instagram post, the brand stated that the duration of its absence from the US and Canada is "undetermined".

In terms of future plans, Atelier Cologne intends to focus on creating more modern and upscale fragrances to appeal to a new generation of perfume enthusiasts. The brand also mentioned that it will be withdrawing from the US and Canadian markets to "come back as a brand-new Atelier Cologne". This suggests that the company is planning to reposition itself as a luxury brand, specifically targeting the Asian market.

While there is no clear indication of when Atelier Cologne will return to the US and Canada, the brand seems committed to evolving and adapting to the current trends in the market. The discontinuation of their previous product line could be attributed to key ingredient shortages or a decision to reposition the brand.

Atelier Cologne's future plans appear to involve creating new fragrances that cater to a different target audience and market, marking a significant shift from their previous product offerings.

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